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OmniChat launches OmniCast: Real success stories in chat commerce

E-Commerce Update
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OmniChat launches OmniCast: Real success stories in chat commerce

Leader in chat-commerce in Brazil and WhatsApp Business Solution Provider (BSP), the OmniChat announces the launch of OmniCast, a biweekly videocast that will bring together success stories, market insights and future perspectives on the use of messaging channels in business transformation. The project that debuts on the 16th arrives to strengthen the dialogue between brands seeking to enhance their digital presence through omnichannel strategies.

OmniCast will be available on multiple platforms, including YouTube, Spotify and social networks like Instagram e LinkedIn, Allowing marketers, sales and customer service professionals to follow discussions in the format of their choice.

“The idea came to connect our customers and partners around the best practices of chat commerce. With this new space, we want to show how companies are transforming their operations and results by centralizing their communication channels in an integrated” strategy, explains Mauricio Trezub, CEO of OmniChat and host of OmniCast.

Each episode, the videocast will receive representatives from different market segments, from customers using the OmniChat platform to partners. Guests will share real-world experiences on how they automated processes, increased sales and improved the customer experience.

OmniChat was founded in 2016 and currently serves more than 500 brands, offering technology that combines artificial intelligence and humanized service to create complete communication experiences. The platform operates in the SaaS (Software as a Service) model and provides companies with operational cost savings while enhancing sales results and customer satisfaction.

The first episode of OmniCast will feature a renowned fine gift brand that has managed to increase revenue with the use of Whizz, the AI of OmniChat.

Giuliana Flores opens new store in the Aclimacao neighborhood in Sao Paulo

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Giuliana Flores opens new store in the Aclimacao neighborhood in Sao Paulo

Maior e-commerce de flores e presentes da América Latina, a Giuliana Flores vem investindo no varejo físico, com lojas na capital paulista e na Grande São Paulo. O bairro escolhido da vez, que abrigará o novo espaço da marca, é a Aclimação. Na área central e com fácil acesso a outras regiões, o local conta com boa infraestrutura, presença de diversidade cultural e vida noturna contagiante. Trata-se da 13ª loja, localizada na Rua Coronel Diogo, no bairro da Aclimação, que possui 150 metros quadrados e segue o padrão de decoração das demais unidades.

Além dos clássicos buquês e arranjos florais, a loja oferecerá flores frescas, versões desidratadas e as icônicas rosas encantadas exclusivas da marca. Os clientes também poderão escolher entre cestas de café da manhã, kits com chocolates e uma curadoria de presentes criativos, como pelúcias, canecas, almofadas e bebidas, perfeitos para emocionar quem se ama em qualquer ocasião.

Ampliando a atuação no varejo físico, a nova loja passa a integrar a rede de unidades já presentes em Higienópolis, Guarulhos, Mooca, Moema, Perdizes, Ipiranga, Santo André, São Bernardo, São Caetano do Sul, Tatuapé e Vila Nova Conceição. A estrutura da Giuliana Flores também inclui oito quiosques, uma rede formada por 800 floriculturas associadas e 300 parceiros em marketplaces. Com um centro de distribuição localizado em São Caetano do Sul (SP), com 2,7 mil metros quadrados, a empresa consegue entregar 85% dos pedidos em até uma hora.

Presença no digital e nas lojas físicas – uma estratégia diferenciada

A expansão para lojas de rua complementa a forte atuação no ambiente digital, reforçando o compromisso da companhia em oferecer uma experiência completa para todos os perfis de consumidores – inclusive aqueles que ainda valorizam o contato direto com os produtos e o atendimento presencial. A estratégia, que vai na contramão do varejo tradicional, inova ao fazer o movimento inverso: começar no e-commerce para depois ganhar às ruas.

Além das lojas físicas, a empresa também investiu em novos canais de conveniência, instalando 15 máquinas de venda automática em locais de grande circulação na capital e região metropolitana, como aeroportos, teatros e centros de eventos. A proposta é tornar o acesso às flores e presentes ainda mais prático, rápido e surpreendente.

“Vivemos um momento de expansão, com foco em levar nossos serviços a novas regiões e fortalecer a conexão com os clientes também no ambiente físico. A abertura da loja na Aclimação representa mais um passo nesse caminho, unindo o digital à experiência presencial. Temos ótimas expectativas, especialmente por ser um bairro tradicional de São Paulo, com excelente infraestrutura e grande potencial de relacionamento com o público”, destaca Clóvis Souza, fundador e

CEO da Giuliana Flores.

O paradoxo da IA no B2B: como personalizar sem parecer artificial

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O paradoxo da IA no B2B: como personalizar sem parecer artificial

A Inteligência Artificial generativa está revolucionando a comunicação no universo B2B, trazendo mais eficiência e escalabilidade para as empresas. No entanto, um desafio crucial surge nesse cenário: como equilibrar automação e autenticidade para garantir interações humanizadas e genuínas? Um estudo descobriu que chatbots antropomórficos reduziram a satisfação do cliente, a avaliação da empresa e as intenções de compra quando os clientes já estavam passando por algum tipo de irritação.

Para Fernanda Nascimento CEO da Stratlab e especialista em marketing e vendas B2B, essa reação pode ter ocorrido, em partes, porque os consumidores esperavam mais de um chatbot semelhante ao humano e ficaram decepcionados quando ele não correspondia à expectativa. “O segredo para o sucesso no uso da IA generativa está em evitar que a tecnologia se torne um obstáculo para a conexão real. As pessoas estão cansadas de interações automatizadas e genéricas. No fim do dia, o que realmente faz diferença é a autenticidade da comunicação. Se a IA for usada apenas para produzir volume sem um propósito real, ela pode afastar clientes em vez de aproximá-los”, destaca.

Por outro lado, quando bem utilizada, a IA generativa amplia o alcance da mensagem sem comprometer a essência humana, ajudando a estruturar conversas, organizar dados e sugerir conteúdos, mas a entrega precisa ter um toque autêntico. “No entanto, observamos que a maioria das empresas ainda perde essa oportunidade. Em diferentes departamentos, sistemas distintos armazenam informações do cliente, oferecendo dados fragmentados, que muitas vezes pouco ajudam entender a jornada completa do cliente. O resultado? Conversas sem personalização, compreensão e empatia, que prejudicam o relacionamento e, por consequência, a alavancagem de novos negócios”, comenta Fernanda.

Fernanda afirma ainda que muitas empresas acreditam que personalizar significa apenas chamar o cliente pelo nome. No entanto, a verdadeira personalização vai além: envolve entender o momento e os desafios do cliente para oferecer interações relevantes. Fingir proximidade, dar respostas genéricas ou exagerar na automação são armadilhas que podem comprometer a experiência do usuário. Para evitar que a automação torne as interações frias e impessoais, Fernanda ressalta que é essencial adotar algumas boas práticas:

  • Falar como gente de verdade: a linguagem automatizada precisa ser natural e próxima da comunicação humana;
  • Personalização real: mais do que mencionar o nome do cliente, é essencial compreender seu contexto, suas necessidades e toda a sua jornada. Ao identificar padrões de comportamento e interpretar dados com profundidade, é possível gerar insights valiosos — inclusive para antecipar demandas e evitar surpresas desagradáveis no futuro;
  • Deixar espaço para interação humana: bots podem iniciar conversas, mas é fundamental que haja uma transição fluida para um atendente humano quando necessário;
  • Garantir autenticidade: se a IA não puder responder de forma verdadeira e alinhada ao tom da marca, é melhor que a interação seja feita por uma pessoa.

De acordo com a especialista, na última década, soluções de automação, análise de dados e machine learning ajudaram empresas B2B a se tornarem mais eficientes. Agora, com a IA generativa automatizando a maioria das tarefas processuais ou rotineiras, é o momento certo para que empresas se concentrem em construir relacionamentos baseados em confiança com os clientes. “Mesmo com a evolução tecnológica, o papel dos profissionais humanos segue essencial. O futuro não é sobre IA versus humanos, mas sobre como os humanos podem usar IA para serem ainda mais autênticos, relevantes e conectados com seu público. No final, ninguém quer falar com um robô sem alma. Focar nesse ponto pode permitir que empresas criem propostas de valor distintas e se destaquem em mercados cada vez mais concorridos”, conclui.

E-commerce fraud challenges retailers and drives smart automation

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E-commerce fraud challenges retailers and drives smart automation

The rapid advance of e-commerce in Brazil has also given way to worrying growth: the increase in digital fraud. According to a survey by Equifax BoaVista, the e-commerce scam attempts increased by 3.5% in 2024, compared to the year 2023.

Whether involving cloned cards or bot fraud and undue chargebacks via Pix, the losses accumulated by retailers as a result of these practices already add up to millionaire figures.In addition to the financial impact, such actions also compromise consumer confidence and the credibility of the platforms.

Among the most common scams are identity theft, the misappropriation of user accounts (known as account takeover), chargeback fraud and the use of fake coupons.The complexity and sophistication of attacks have required companies to provide more robust solutions to ensure the security of their operations and preserve the customer journey.

However, intelligent automation integrated into the Open ecosystem has gained prominence as a strategic protection tool.According to experts, combining technologies such as artificial intelligence, machine learning and big data analysis, these systems can monitor transactions in real time, identify suspicious patterns and act preventively in the face of anomalous behaviors.

“Antelligent automation allows you to detect risks with greater accuracy and reduce false positives that often bar legitimate purchases and affect the” consumer experience, explains Ligia Lopes, CEO of Teros, data-driven intelligent automation platform, which complements: “In addition, we optimize operational resources by taking repetitive tasks out of the hands of teams, redirecting the focus to strategic” decisions.

For example, fraud using bots is increasingly common in limited product launches. By automating the purchase process, these software can acquire large volumes of items before real customers have access to them, creating a parallel and unfair market.By Pix scams often involve manipulating vouchers or false claims of error to obtain a refund after receiving the product.

Another benefit of automation is integration with anti-fraud systems based on biometrics and digital behavior. These solutions increase the level of verification of transactions, helping to block sophisticated attacks such as phishing or account intrusions, which would not be easily detected by traditional” methods, says Ligia.

In the Open Finance environment, integrated automation has also brought significant gains in terms of agility and customization, according to Lopes. The possibility of integrating banking data with management systems allows you to perform real-time reconciliations, automate financial reports and offer services such as credit or insurance during checkout.

“Although there is no single solution to the problem of fraud, the combination of technology and strategy is the most promising way. The digitization of consumption requires a proactive posture of companies and automating is no longer an option, but a necessity for those who want to remain competitive, safe and relevant in the” market, concludes the CEO of Teros.

Global low-code market expected to reach US$ 264.40 billion by 2032, driven by AI and automation

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Global low-code market expected to reach US$ 264.40 billion by 2032, driven by AI and automation

The global low-code development platform market is expected to reach US$ 264.40 billion by 2032, with a compound annual growth rate (CAGR) of 32.0% over the projected period & this is what the Fortune Business Insights report reveals.In 2024, this sector was valued at USD 28.75 billion. These figures point to a high demand for democratic development platforms from fast delivery with minimal manual coding, that is, the creation and management of applications by users with little IT expertise. 

With the use of large language models (LLMs), such as Gemini and ChatGPT, and advances in artificial intelligence, there is the possibility of exploring opportunities to significantly reshape a business with innovative features through enterprise applications developed in an uncomplicated, accelerated and secure way. Among the main advantages of creating applications in companies are: visual and intuitive interfaces, reduced costs, task optimization, greater productivity, flexibility, multiplatform development, scalability, improved security and in-depth analysis based on the data generated. 

“The combination of low-code and artificial intelligence is redefining the way companies develop and scale their applications. Today, it is not just about accelerating development, but allowing business teams to create robust solutions without relying exclusively on IT experts. This new scenario enables greater flexibility, security and operational efficiency, reducing costs and delivery time. Companies that know how to exploit this synergy will be at the forefront in digital transformation, explains Lucas Felisberto, VP LatAm Sales & CS of global software company, Jitterbit. 

A survey by Gartner revealed that this year, more than 65% of applications will be developed using low-code platforms. Thus, the adoption of AI and technological automation significantly implies the results generated, operational efficiency and agility of processes. Jitterbit, for example, has been working in the industry with the development of robust solutions in a simplified and agile way through its solutions, such as App Builder, allowing the reduction of costs, increased productivity and strengthening operational security. Brands such as Cal-Maine Foods, Zeppelin Systems, iHeartMedia and Etiya, already rely on this type of robust development. 

“We are entering an era where innovation and technological accessibility go together. Low-code democratizes software development, while AI enhances its capabilities. This means that organizations of all sizes can optimize their processes, try new features quickly and scale their operations intelligently, all this still unburdening IT teams, but without them losing the management of this. The speed and flexibility of these platforms are strategic differentials for those seeking competitiveness in the current market”, concludes Lucas.

From Counter to Cloud: How Digital Transformation is Reshaping the Brazilian Pharmaceutical Retail Sector

Rodrigo Souza
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From Counter to Cloud: How Digital Transformation is Reshaping the Brazilian Pharmaceutical Retail Sector

Digital transformation has reconfigured, on a global scale, the operational and strategic foundations of the pharmaceutical sector. In Brazil, this movement follows the global trend, but carries specificities that require deep adaptations. The digitalization of the national pharmaceutical chain demands not only applied technology, but also a redesign of processes, public policies and historically consolidated business models.

The advance of digitalization, with the adoption of technological platforms in pharmacy, distribution and logistics operations, represents more than a leap in efficiency: it is a structural transition towards a more integrated, responsive and territorially inclusive health system.However, the process requires coordination between different links in the chain, from the industry to the point of sale, including technology suppliers, startups, independent networks and the State itself as a regulator and inducer of innovation.

Second report by Research & Markets (2021), the global pharmaceutical market is expected to reach US$ 957.59 billion by 2028, almost double that recorded in 2020, with a compound annual growth rate (CAGR) of 11.34%. This data reveals a booming sector, driven by factors such as population aging, increased prevalence of chronic diseases and greater population access to health services.

The emergence of healthtechs in the innovation ecosystem has also been a relevant vector of this transformation. According to data from the Distrito platform, Brazil registered US$ 27.3 million in investments in startups in the sector only in 2020, indicating that there is market appetite and capital for technological initiatives aimed at health.However, this innovation still needs to break cultural and operational barriers that fragment the sector.

Among the main bottlenecks of pharmaceutical digitization are inventory management, demand planning and the ability to generate actionable data in real time. Many of these challenges stem from a historically analog, decentralized operation model with low systems integration. Digitizing this environment is not just connecting pharmacies to an application or e-commerce, but building a technical and regulatory infrastructure that supports continuous, interoperable and auditable information flows.

In this scenario, digital pharmaceutical ecosystems are beginning to consolidate as viable alternatives to structure a more cohesive chain. A relevant example is Digital Pharmacies (ecosystem of GrupoSC), which connects more than 4,000 pharmacies in a network that not only performs transactions, but operates based on data intelligence. The integration between inventory control, regulatory compliance systems and logistics “last mile” supply disruptions, increase demand predictability and ensure traceability, an essential element for health security and the fight against fraud.

One of the great differentials of these ecosystems is the ability to connect pharmacies, often isolated from a technological and logistical point of view, to the digital environment of the sector. This movement contributes to democratize access to health solutions, mitigate regional inequalities and strengthen the role of pharmacies as essential units in primary care. Technology, in this context, becomes a mechanism of productive inclusion, reorganizing logistics flows and redistributing operational intelligence along the chain.

The integration between agents of the sector io as distributors, pharmaceutical industries, healthtechs, universities and regulatory bodies IO will be decisive for the consolidation of a digital health model that contemplates the complexity of the Brazilian territory.

More than a trend, digital transformation in the pharmaceutical sector represents a strategic need to ensure competitiveness, expand access to medicines and consolidate a health care model that is contemporary to the demands of the connected society.

Global Trade Summit 2025: The Future of International Trade Debated

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Global Trade Summit 2025: The Future of International Trade Debated

From May 21 to 23, 2025, the Expocentro Júlio Tedesco will be the national logistics hub for discussing the future of international trade. The Global Trade Summit 2025, organized by the Foreign Trade Nucleus (NCE) of the Itajaí Business Association (ACII), will bring together leaders, entrepreneurs, and experts from around the world. The goal is to explore new routes and strengthen international connections.

With an expected attendance of 1,200 participants, the event promises three intense days of debate, networking, and learning about the latest industry trends. Paula Machado, coordinator of the NCE at ACII, highlights the choice of Balneário Camboriú as the venue, emphasizing the infrastructure of the Expocentro Julio Tedesco, which offers comfort and convenience to participants during the more than 28 hours of scheduled content. "We were looking for a space that would provide comfort and a complete experience for participants, with adequate infrastructure for the three days of the event and its more than 28 hours of content," explains Paula Machado.

The primary objective of the Global Trade Summit is to boost knowledge, growth, and opportunities in international trade, logistics, and supply chains. The event aims to foster discussions on innovative ideas, deepen concepts, and update participants on the strategic trends and knowledge within the sector. Furthermore, it seeks to strengthen collaboration between logistics and international trade companies, both nationally and regionally.

The target audience for the event includes companies and professionals active in foreign trade, logistics, and supply chain, both from Santa Catarina and other regions of Brazil. “The Global Trade Summit offers robust and specific technical content, attracting decision-makers as well as operational professionals. The presence of sector leaders, the so-called C-levels (decision-makers), ensures a networking and learning environment with the leading exponents of national foreign trade,” details Paula Machado.

The event will address the most relevant topics of the moment, including discussions on Santa Catarina's logistical issues, such as port and airport logistics, the new legislation involving foreign trade, with the presence of representatives from the Federal Revenue, and problems like Detention and Demurrage costs. Furthermore, the event will also feature discussions on how to balance the high performance demanded by foreign trade with quality of life, and the importance of networking for career development.

The Global Trade Summit infrastructure will feature a Main Stage, where creators of key import and export processes, members of renowned institutions in Brazil and worldwide, and popular guests in the Catarinense and Brazilian business world will share their experiences and insights. 

The event passport includes access to 3 days of immersion in Foreign Trade, Logistics, and Supply Chain at Santa Catarina's largest and best convention center. It features lectures and panels with renowned national experts, showcases of industry innovations and new developments, and debates on the most relevant current topics.

Confirmed Speakers

Fabiano Coelho, Deputy Secretary of Customs Administration

Felipe Mendes, General Coordinator of Customs Administration (COANA)

Douglas Fonseca, Special Coordinator for Customs Risk Management (CORAD)

Raphael Eugenio, General Coordinator of the Counter-Smuggling and Evasion Unit (COREP)

Tiago Barbosa, General Facilitation Coordinator for Trade and Manager of the Single Foreign Trade Portal, SECEX

Mario De Marco, Tax Auditor for the RFB and Technical Advisor to the Subsecretariat of Customs Administration.

Learn more

What: Global Trade Summit

When: May 21-23

Local: Expocentro Júlio Tedesco

Organization: Foreign Trade Nucleus (NCE) of the Itajaí Business Association (ACII)

Website: https://globaltradesummit.com.br/

TikTok Shop: Brands and Sellers Must Adapt to the New Times – and Quickly!

Fernando Moulin
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TikTok Shop: Brands and Sellers Must Adapt to the New Times – and Quickly!

Social Commerce is a growing trend that is revolutionizing the way products and services are sold online. New business strand originated in China and strongly accelerated by the pandemic, it now has in its “hide of hurricane” revolution brought by TikTok Shop, a platform that has shown great potential in several countries to boost sales through deep, native integration between content and online shopping, and that finally arrives in Brazil this April.

TikTok Shop takes advantage of the immediate behavior of the new generation of digital consumers who seek instant gratification. According to research in different markets, such as the American, British and Asian, TikTok users are highly likely to buy directly within the application due to the combination of entertainment, social interaction and ease of purchase in the same place, in an absolutely frictionless journey and that allows you to realize the desire for consumption without the need to leave the platform.

One of the great differentials of this new business model brought by TikTok Shop is the short video format characteristic of the platform and integrated with the virtual store that, in addition to quickly capturing attention, also drives impulse buying. The platform allows creators and brands to directly integrate links to products displayed in the videos, quickly transforming interest into real conversion.

As I recently shared in interviews with some specialized television news, the TikTok Shop recorded a significant increase in sales conversions when compared to other traditional forms of e-commerce, which can reach 10x more results. This is especially the emotional connection that users develop with influencers and organically generated content, which increases trust and credibility in the products promoted without counting the speed to purchase in the app, leveraging the desire to buy on impulse.

Another important factor for the success of the TikTok Shop is the user experience, highly optimized for mobile. In a scenario where every second counts to hold consumer attention, the fluidity of navigation and the simplicity of integrated checkout are crucial to reduce the abandonment rate of carts.

TikTok beyond a video platform

TikTok has long transcended its origin as a platform for short videos and dances. Today, it is a phenomenon that redefines the intersection between entertainment and commerce, driven by the economy of attention 60 billion A scenario in which time spent on social networks directly converts into business opportunities.In markets such as the United States and Indonesia, TikTok Shopmovimento US$ 33 billion in 2024, a figure that illustrates the power of this new frontier of social commerce. In Brazil, where users spend more than 30 hours monthly on the application, its arrival promises to shake up the e-commerce market, which promises to shake up it can generate almost R$ 39 billion in the national territory until 2028 (second study released by the bank Santander).

The rise of TikTok Shop is intrinsically linked to the change in consumer behavior.We live in the era where attention is the most valuable asset, and platforms that manage to capture it 'like TikTok, with its precisely tuned algorithm 'become natural vectors of sales. 

E-commerce represents 13% of global retail, and social commerce, driven by influencers and immersive content, is the next wave IS ENHANCED by the effective application of artificial intelligence in hyperpersonalization. Thus, when the user watches a live of a creator testing a beauty product, the purchase can be completed in seconds, without leaving the application. This eliminates friction and enhances impulse sales, which are the heart of retail.

The platform operates in countries such as the USA, UK, China, Mexico and Indonesia, where integrated features such as shopping icons on videos, product showcases and live broadcasts (simplify the consumer journey. In Indonesia, for example, 9 of the 10 largest TikTok Shop stores in 2024 were beauty and personal care, a segment that also dominated the highest-grossing lives in the US. The TikTok strategy includes aggressive incentives to attract sellers, such as 90-day periods without commissions and free shipping, tactics that may be replicated in Brazil to accelerate adoption.

Open Finance: How Financial Institutions Will Gain Consumer Trust?

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Open Finance: How Financial Institutions Will Gain Consumer Trust?

In an increasingly digital world, Open Finance, an ecosystem for sharing data between banks created by the Central Bank, continues to bring new opportunities for use that facilitate the consumer's routine. According to the Brazilian Federation of Banks (Febraban), the number of active subscriptions jumped from 43 million in January 2024 to 62 million in January 2025, a growth of 44% in just one year. The system also records more than 2.3 billion successful communications per week, consolidating it as one of the main tools for transforming the financial sector of the country.

Although the scenario is positive in several aspects, the country faces significant resistance in the adherence of this new system. According to Datafolha research, 55% of Brazilians have never heard of Open Finance and other 19% say they are “mal informed” and “knownothing about”. 

And the reasons for this hesitation may be anchored in the perception of value. Pix, for example, which is a recent innovation of the financial system, has presented tangible benefits to consumers, enabling instant and free transfers, which allowed its massive and successful adoption.Open Finance, in turn, has not yet been able to exploit its real advantages and appears to be less tangible for the general public. 

Many consumers, for example, still do not understand that sharing data between institutions can generate direct advantages, such as better credit rates, personalized offers and centralized financial management. Without understanding the benefits, customers do not adhere, feel insecure and this scenario results in lack of adherence, which ultimately limits the impact of the system.

In addition, trust and security in data is another critical point. Although Open Finance is regulated and operated under strict security and compliance standards with the General Data Protection Law (LGPD), most Brazilians remain skeptical about privacy and the ethical use of their information. 

This fear is intensified by a history of digital fraud, which puts financial institutions on constant alert about the need to strengthen protection and communication measures. Therefore, it is essential that institutions demonstrate how Open Finance is safe and this involves strategies that combine education, technology and customer experience. The conduct of educational campaigns, for example, brings practical examples of how the system can improve people's financial lives.

Investing in intuitive user journeys makes clear the value of membership, while enhancing transparency and customer control over their data.In terms of technology, the use of secure APIs (from the Portuguese language, 'IS, the programming interface of’ applications), multifactor authentication and advanced encryption are essential practices.

Another important point is to develop solutions based on Artificial Intelligence (AI) to offer personalized financial recommendations, reinforcing the relevance of the system to the user's daily life, including alerts for debt renegotiation, suggestions for more advantageous investments or even credit proposals with differentiated conditions.

Partnerships between digital banks, fintechs and technology companies also play a key role in this process.Together, these players can promote solutions that meet the specific needs of consumers, combining robust security with clear incentives such as cashback, rewards and access to unique financial products.

The success of Open Finance in Brazil depends, above all, on the ability of companies to become relevant to the consumer. Just as Pix demonstrated the power of utility for its simplicity, this system needs to show, in practice, how it can transform the relationship of the Brazilian with money, creating a more inclusive, transparent and innovative financial ecosystem. 

World Book Day: 16 bedside/favorite books of CEOs and C-level executives

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World Book Day: 16 bedside/favorite books of CEOs and C-level executives

April 23rd is World Book Day. The date was declared in 1995 by the United Nations (UNESCO) to pay tribute to works and authors from around the world, as well as to encourage access to reading. Great names in literature are honored on this day to recognize the impact of books, which are responsible for creating links between past, present, and future, bridging generations and cultures. 

To celebrate the occasion, founders, CEOs, and C-level executives from companies such as Bemobi, Cenp, KaBuM!, Omie, OmniChat, Revo, Simpress, SIS Innov & Tech, Sólides, and Superlógica share their current reading recommendations or the most memorable ones from their repertoires. These works are part of their personal and professional journeys, contributing to reflections, learning, and even decision-making.

The recommendations range from classics, bestsellers, national and international highlights, and even new additions to shelves or virtual bookshelves. This selection is a great choice for those looking to start new reading and build a high-quality collection. See the list below:

Aurora Suh, CRO of Omie

Book Tip: Good to Great, by Jim Collins

"The book 'Good to Great' offers inspiring examples that illustrate how to build and maintain a successful organization. It also shares powerful lessons about leadership and building strong teams, which directly impact the development of employees and the company. It shows that success comes from humble yet determined leaders, and the concept of 'the right person in the right place' reinforces the importance of aligning individual purpose with the company's objectives, something essential for everyone to thrive. For me, it's a reminder that brilliant careers are built where there is culture, vision, and, above all, people committed to evolving together."

Fabiano Ferreira, Director of Logistics and Transportation at KaBuM!

Book tip: “Stolen Focus: The Attention Thieves of Modern Life,” by Johann Hari

"The book details the author's sabbatical experience with a non-digital routine, addressing the behavioral issues of the modern world faced with excessive technology use. Hari addresses the anesthetic impact this excess has on humans and its consequences, such as sleep disorders and increased anxiety, correlating the material with scientific research. All this in accessible language and an engaging read."

Fabio Gabaldo, Business Director at KaBuM!

Book tip: “Outlive: The Art and Science of Living Longer and Better,” by Peter Attie and Bill Gifford

"I highly recommend this book to anyone who works in high-pressure environments. This book takes a broad and holistic look at our most precious asset: our health. It mentions five important pillars of health: physical exercise, sleep quality, nutrition, supplementation, and emotional health. In today's world, with the overload of information and pressure in the corporate environment, taking care of yourself and prioritizing yourself are the first steps not only to your personal success but also to that of your team and your company."

Georgia Rivellino, Director of Marketing, Products and Solutions at Simpress

Book tip: “The Courage to Be Imperfect: How to Embrace Vulnerability, Overcome Shame, and Dare to Be Yourself,” by Brené Brown

"The Courage to Be Imperfect" represented a turning point in my career. I always considered showing vulnerability to be negative, especially as a woman, associating it with the idea of fragility or lack of control. Brené Brown shows just the opposite: that vulnerability is an essential strength for personal growth and building genuine relationships. The book explores how, by accepting our flaws and limitations, we free ourselves from shame, allowing us to live a more authentic life.

Mauricio Trezub, CEO of OmniChat

Book tip: “Playing to Win: How Strategy Really Works,” by A.G. Lafley and Roger L. Martin

"Playing to Win" offers a clear and straightforward approach to creating effective strategies. The authors transform complex concepts into actionable insights, presenting a structured process for strategic decision-making. I appreciate that the Procter & Gamble examples demonstrate how these strategies can be successfully implemented, regardless of business size or industry.

Book tip: “7 Powers: the foundations of Business Strategy”, by Hamilton Helmer

"7 Powers" presents seven sources of strategic power that can guarantee lasting competitive advantage. The book offers a new perspective on how to build solid strategies, going beyond traditional approaches. The clarity of concepts and the emphasis on creating sustainable competitive advantage are essential for entrepreneurs seeking long-term success.

Ale Garcia, co-founder and co-CEO of Sólides

Book tip: “Outsiders: Eight Unconventional CEOs and their Radically Rational Plans for Success,” by William N. Thorndike

The book debunks the myth of the charismatic CEO and shows, with data and real stories, how some of the most successful leaders in American corporate history built extraordinary value not with inspiring speeches, but with disciplined financial decisions, independent thinking, and a focus on rational capital allocation. The work reveals a discreet, efficient, and deeply strategic leadership model, offering an alternative path to the traditional management approach. The combination of this strategy with great energy, combined with a transformational and inspiring objective, is incredibly powerful.

Pedro Ripper, co-founder and CEO of Bemobi 

Book tip: “The End of the World Is Just the Beginning,” by Peter Zeihan

"The end-of-globalization scenario, addressed in the book, has become even more relevant with the recent global tariff war. The book encourages reflection on how to review business strategies and understand local dynamics in the face of uncertainty."

Book tip: “The Next Wave: Artificial Intelligence, Power, and the Biggest Dilemma of the 21st Century,” by Mustafa Suleyman and Michael Bhaska

"The book addresses how Artificial Intelligence is transforming our lives and businesses, providing valuable insights to anticipate trends in a rapidly changing environment and reinforcing the importance of continuous learning and adaptation."

Rodrigo Otavio Nascimento, CFO of Revo 

Book tip: “The Wealth of Nations” by Adam Smith

A classic that stands the test of time. Adam Smith reminds me that behind the numbers and models lies human nature and the pursuit of collective prosperity. I always return to him to understand how incentives shape markets—and how this still resonates in business decisions today.

Book tip: “Capitalism in the Age of Surveillance”, by Shoshana Zuboff 

A book that redefines how we view value in the 21st century. Zuboff shows how data has become a central asset in business decisions and the digital economic model. For C-suites, it's a provocative and essential read to understand the new drivers of growth, the dynamics of technological power, and the role of leadership in this ever-changing landscape.

Talita Zampieri – CMO of the Superlógica Group

Book tip: “Ensemble – from Solo to Symphony” – by various authors

"The project, coordinated by the 'Uma Sobe e Puxa a Outra' movement, features inspiring stories from 139 women, who bring real accounts of overcoming challenges, leadership, and resilience, transcending borders and generations, and which I had the pleasure of collaborating on. In addition to real stories of women who are transforming the world in various areas, in my chapter I encourage you to plant seeds of self-love and wisdom in the soil of time, with the courage to truly know yourself."

Book tip: “Lean In” by Sheryl Sandberg

"This book is straightforward, inspiring, and full of real-life experiences. Sheryl, former COO of Facebook/Meta, shares personal stories with data and research on women's place in the workplace, focusing on how women can achieve and exercise leadership without giving up who they are. One piece of advice I've taken with me is 'sit at the table,' which showed me how important it is for women to take the lead, take a stand, raise their hand, and propose ideas and solutions wherever they are."

Luiz Lara, Chairman of TBWA Brasil and president of Cenp – Advertising Market Self-Regulation Forum 

Book tip: “Oswald de Andrade, the Wicked Savage”, by Lira Neto

Very well written, it rescues the history of São Paulo, the culture of our city, the Art Week of 22, the Anthropophagic Movement, his passion for Tarsila do Amaral, his plays, books and controversies, showing how the elite behaved and influenced behavior, the arts, dance, theater, the press and politics.

Thiago Cappi, CEO of SIS Innov & Tech

Book tip: “Measure What Matters,” by John Doerr

"This book is an excellent introduction to OKRs (Objectives and Key Results), and shows how companies like Google and Intel have successfully applied this methodology. The book's main feature is its practicality: it offers clear, real-world examples that help you understand how to align teams and generate focus. This is the ideal read for anyone seeking strategic clarity, measurable goals, and a culture of accountability for their company."

Book tip: “No Rules Are the Rule,” by Reed Hastings & Erin Meyer

This book is a fascinating study of Netflix's culture, based on freedom and extreme responsibility. The collaboration between Reed Hastings (Netflix CEO) and Erin Meyer (organizational culture expert) brings a unique combination of practice and theory. The book shines when it shows the "culture clashes" and how Netflix adapts (or imposes) its culture in different countries. Ideal for leaders who want to challenge traditional structures and build bold cultures.

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